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Pitti Immagine launches virtual tradeshows

Italian exhibition organiser Pitti Immagine has launched a virtual version of its tradeshows online.

The e-Pitti initiative, at, aims to replicate the experience of its physical tradeshows, which include menswear tradeshow Pitti Uomo, kidwear show Pitti Bimbo, womenswear show Pitti W_Woman Precollection and textile show Pitti Filati.

The online shows will host a virtual stand for each brand participating in the physical events, for 30 days after that show closes. It will also host a “business to business showroom” for the entire season, which will act as a platform for brands and buyers to conduct their negotiations.

Pitti Immagine said: “The brands participating in these events will take advantage of an online environment – virtual stand – in which they will have the opportunity to show their new collections and flagship products, making them visible to all the professional buyers verified by Pitti Immagine.

“By attending e-Pitti, fashion brands and buyers can multiply their contacts and the opportunities for generating business, thanks to an online environment advanced and continuously growing.”

“Thanks to the showrooms, fashion brands and buyers will able to formulate and collect orders, initiating and closing the negotiations directly within the platform, establishing business relationships with reliable partners.”

Pitti Uomo said this week that the number of foreign visitors to the January edition of the menswear trade show soared by 9% on the last edition.

Foreign buyers at the show which took place in Florence from January 11 to 14, came from about 100 different countries, and while the number of visitors to the show was about the same as at the last edition at 23,100 buyers, some 7,700 were from abroad.

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